Many a council comms officer has been given a daft income target for web advertising at some point. Few have achieved significant returns. But a new initiative might just be the answer to this oft debated issue.
Many local authorities have considered carrying advertising on their websites before and decided that the time wasn’t right. The most common issues have tended to be that it wouldn’t deliver enough revenue to justify, 1 – hiring staff to implement the technology and manage relationships with advertisers, and 2 – the perceived compromises in carrying advertising; and also concerns over the types of advertisers to which they want to expose their audience, and to which they want to associate with their corporate brand.
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